São Paulo

Dani worked for over 25 years in the major agencies like Publicis, Talent and Guimarães, and worked with important clients such as Nestlé GM and Pão de Açúcar. Those more than a decade of experience was built as an entrepreneur. "When I have to fill out forms, I say that I’m an adwoman, but deep down I know that that’s not the case," confesses Dani Schmitz, one of our members and COO of the NBS agency, from the Dentsu group.

In fact: for some time now, Dani has realized that what she does is much more related to content and to entertainment than to advertising. If the scope of the advertiser's work has changed, why do we keep using that title?

"I've been asking myself a lot about this, I think the name should evolve along with the market. "It is expected that experienced professionals will fall into the trap of saying 'I know it all'"

In some ways, it's as if our software is constantly being updated on old, buggy hardware. "It's not a simple market, it's a format addicted to old formats," she says. For her, one of the greatest advantages of being part of ASAS is exactly this: being able to discover more and more unknown and complementary worlds that make her change her mind.

"They are not projects of an agency with a good script, they are not ideas that come out of an agency creation. These are things that can only come out of a collective intelligence like ASAS."

For Dani, good content is perceived by almost every audience. For her, the greatest challenge of advertising today is finding those people in the least intrusive and most available places in their lives: "It is much harder than it has ever been, for often they are not there on that time or in that place that we thought they’d be, "she says.

Thanks to technology and the Internet, we have been able to segment our message massively and figure out how to disturb less and less with more intent. According to her, if we discover how to use the new tools available, we will create channels of connection between people and brands that are increasingly interesting and powerful.

She sees in ASAS a space of experimentation and learning, or as a "wild and free animal", as she says, . "The ability I developed the most here was creativity. It's amazing being able to play a different instrument with every different song."